Marketing is facing the greatest changes since the birth of the internet, or perhaps since the birth of TV advertising. Our marketing megaphone has been passed to the consumer. So marketing needs to change its game - and fast!

Wednesday, 14 October 2009

It's taken me a couple of weeks, but I've finally posted my presentation from the B2B Marketing Magazine seminar on Demand Generation/Lead Nurturing onto Slideshare. I hope you find it useful. It contains 10 areas to focus on to improve the yield on your marketing campaigns.

Think about the responses from your latest campaign. What's your mental picture of those responses? Are they digits on a spreadsheet - depersonalised, abstract, numerical. Or do you picture real people with a todo list as long as yours, struggling to find a way through some tricky issues. Imagine what might happen if you asked him "how might I help?" rather than "why haven't you bought something yet?".

So the next time you're looking at the reports from your campaign, stop for a moment. Do you want to help him, or simply want to count him?

Pete Jakob

Resident in the UK, I've nearly 30 years experience in marketing and sales in the IT industry working with IBM. In September 2012 I left to set up my own consultancy - Purple Salix. My prime motivation for initiating this Blog is to share ideas about practical ways of improving the ROI on B2B marketing campaigns. It seems to me that our industry's issue is NOT that we are unable to generate interest - the challenge is that we are unsuccessful at developing that into sales. At the same time the Marketing profession (along with professions associated with it) is going to have to re-invent itself as the "empowered consumer" becomes a more dominant force in the marketplace. We've lost control - DEAL WITH IT!